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On-Trade News: Longer drinks drive
Diageo has launched a new longer mixed-spirits serve, along with a new training initiative from its ESP (environment, service and products) division.
The new long serve is being supported by a newly designed tall glass for the on-trade, to allow for a 50ml measure of spirits, more mixer and a slice of fresh fruit (pictured, right).
This is a result of increasing consumer demand for an option that is suitable for what Diageo has identified as a “mid-tempo drinking occasionâ€. The new glass has been designed to have masculine appeal.
This initiative is a recognition of the fact that the “spirit and mixer†area of spirits sales is the most profitable within the category.
Diageo has also launched a free training programme for licensees, 360° esp. This course shares ESP’s original focus on environment, service and products, combined with education about “building business and boosting profitâ€.
360° esp takes into account the increasing popularity of premium brands, as well as higher levels of consumer disposable income.
The staff from 45,000 outlets have benefited from Diageo’s ESP training since its launch in 2001. There are plans to train staff from a further 10,000 outlets in the next 12 months.
© db September 2006